A boutique consultancy dedicated to delivering relevant insights that guide clients through complicated decisions and uncover new ways of thinking.
Shari Allison
Principal
Shari has spent the past 20 years helping clients refine the way they look at their marketplace, their customers & their business. Co-founder of Ignite in 2011, Shari focuses on challenging convention, redefining context & delivering clarity to client partners. Although she holds advanced degrees in consumer behaviour, Shari’s expertise extends well beyond research & insights to thought-leadership & true strategic-partnership.
Stephen Tile
Principal
For the past 30 years Steve has been helping some of the biggest brands refine their target, define their messages and build their businesses. He is a consummate strategist who uses an array of research tools to deliver crisp & meaningful insights that inspire and transform.
Ignite is brought to the table when senior level, objective, thought-partners are needed to help provide clarity, focus decision-making & optimize opportunity.
Our business model allows for intimate, hands-on engagements that are flexible & provide meaningful business outcomes.
While Ignite can of course execute basic research, our sweet spot is really those issues that are strategically significant to the organization.
We focus on strategic, high-touch engagements related to…
- Market dynamics
- Brand strategy
- Brand targeting & positioning
- Brand identity
- Innovation
- Concept development
- Concept evaluation/execution
- Communication strategy
- Communication development/evaluation
Specializing in retail, travel, packaged goods, alcohol, technology, financial services & luxury goods segments.
- Ignite employs a creative range of methods to uncover insights…from traditional focus groups & online surveys to inventive interactive, observational & ethnographic approaches.
- Emphasis is on driving insights deep into organizations, either up or down, where they can be actioned — use facilitation & workshopping methods to ensure organizational enculturation.
Coke Serves Up ‘Reasons to Believe’ Brand Campaign
Coca-Cola is launching a multi-channel brand campaign dubbed “Reasons to Believe,” a push designed to remind consumers there is more good than bad in the world. Read More About this Campaign...
To Tell a Compelling Brand Story, Become Part of Your Customer’s Identity
Every successful company started small, as just an idea in the founder’s head and then came alive from there. These are a company’s roots and they are something every person in the world can identify with, no matter how different their own roots may be. Even though we all come from diverse backgrounds, just like our beginnings are the foundation for where we get our identity, the same is true for a company when building a brand. Read More About This Topic...
Is Jay Z’s Brand Suffering Due to a Lack of Authenticity?
Jay Z may have seemed to reach a career zenith in 2013, but some feel that Jay Z The Brand is getting harder and harder to trust. According to a report from Business Insider, Hov’s recent business ventures, such as the Magna Carta…Holy Grail release with the Samsung Galaxy, actually aren’t helping his magic. Find out why that is the case...
What Would Happen if Santa Hired a Brand Strategy Agency?
Tis the season to be branding. UK agency Quietroom makes much hay out of the entire practice of brand playbooks with its hilarious and scathing tongue-in-cheek online guide to a Santa Claus “brand refresh.” “Santa” is a concept, not an idea. It’s an emotion, not a feeling,” reads the front cover, “It’s both Yesterday and Today. And it’s Tomorrow as well.” Read More About This Strategy...
Monster Looks to Rebuild Brand After Loss of Beats
It’s been a tough couple of years for Monster. The audio cable company was in a coveted position as the decade began after launching what became the hottest headphones on the market, Beats by Dre. The audio devices had hip-hop/production legend Dr. Dre as a namesake and soon became synonymous with headphone chic. Celebrities like LeBron James, Diddy, Lady Gaga and Justin Bieber launched their own signature Beats by Dre Lines, and a host of other performers, athletes and entertainers became unofficial representatives as the most famous faces on the planet sported Beats on their ears. Read More about the Brand Rebuild...
The 25 Biggest Brand Fails of 2013
Arrogant, intolerant, sexist, disgusting, cheesy, tasteless, just plain stupid. Brand fails come in all kinds of off-putting shapes and sizes, though one thing remains constant – the guilty adrenaline rush of ad-enfreude that onlookers feel while watching brands implode for everyone to see. We’ve collected some of the most delectably embarrassing marketing moments from 2013 for your rubbernecking pleasure. See All 25 of Them...
Innovation drives nano-enabled sensors to monitor human health
What if wearing a small patch on your arm enabled the detection of an oncoming cold, allowing for treatment to deter the onset of symptoms? This type of innovative nanotechnology-enabled patch would allow people to make predictive decisions about their day, week or even month. The benefits of this type of innovation are far-reaching. Find out more right...
Michael Kors Leads in Brand Strategy and Marketing Initiatives
Google ranked Michael Kors the second most-searched-for high-fashion brand of the year in its Zeitgeist 2013 report – two steps up from the brand’s number four spot on the same list last year. Michael Kors is one of only two brands that remained on the list of top-searched high-fashion brands from last year. Social media analyst Starcount named Michael Kors the top fashion brand on social media for 2013 amid such competitors as Chanel, Louis Vuitton and Burberry. Read More About This...
Instagram Ad Trials Are Promising, Boosting Brand Awareness
Instagram, the fast-growing social network, has reported that its initial trials involving paid advertising promotions proved “promising,” with recall and awareness metrics up for all four campaigns being tested. Ad recall was up 32 percentage points compared to a cntrol group while brand awareness rose 10 percent. Read More About It...
Expertus Unveils ‘Smart’ New Corporate Brand Identity
Expertus has unveiled its new brand identity, which includes new corporate colors, restyled company and product logos and a redesigned website. “We needed our brand to reflect the award-winning attributes of our ExpertusONE products: smart, simple-to-use, innovative and intuitive – what we term ‘sophisticated simplicity,'” Ramesh Ramani, Expertus’ President and CEO, explained. Read More...
Adidas’ Clamp Down on Discount Retailers is About Protecting Brand Legacy
Adidas’ refusal to supply Sports Direct with Chelsea replica kits next season is an attempt to distance itself from “pile it high sell it cheap” apparel sold by discount retailers as it pushes to assert its brand desirability during a competitive World Cup year against Nike. Find Out More...
Rush aims to broaden brand awareness through NASCAR sponsorship
To W.M. “Rusty” Rush, chairman, CEO and president of Rush Enterprises, which owns the Rush Truck Centers chain of commercial vehicle dealerships, increasing “brand awareness” will play a key role in the company’s growth strategy – with Rush’s partnership with Tony Stewart’s Stewart-Haas Racing (SHR) NASCAR Sprint Cup Series team a key part of that effort. Find Out More...Ignite Lab Inc.
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